Samsung is expanding its video content offerings by partnering with internet media company BuzzFeed and left-leaning digital news company NowThis. The partnerships seek to bring more 360-degree videos to consumers with the use of Samsung’s recently launched Gear 360 camera.

The Galaxy S8 maker has announced this Wednesday that it is teaming up with BuzzFeed and NowThis with the goal of delivering more engaging 360-degree video content to the virtual reality market. In so doing, Samsung is securing a huge lead in the said market against its rivals. It can be noted that the tech giant previously entered a deal with X Games and Live Nation to bring 360-degree live streams of sports and music concerts, as pointed out by SamMobile

As a result of Samsung’s new venture, BuzzFeed and NowThis will be assigned to come up with 360 videos ranging from how-to clips to breaking news. Samsung indicated in a press release that the partnerships with the two will lead to the production of more than 140 pieces of content made using the Gear 360.

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As one of the leading hubs for viral content, BuzzFeed is expected to create attention-grabbing content that covers interesting experiences, new cultures and whatnot. In effect, the project will make it easier for consumers to experience different places and ancient practices in a more immersive manner without having to leave their homes. 

“We’re excited to partner with Samsung to give our audience engaging, social 360-degree video content,” BuzzFeed Head of Development Matthew Henick said. “Samsung’s 360-degree technology will enable BuzzFeed to use our ‘test and learn’ strategy to unlock new kinds of shareable content, while learning more about how audiences are consuming and using it.”

Meanwhile, NowThis will help Samsung in molding the new era of journalism by making 360-degree news content. NowThis publisher Christian Tom is very optimistic about the partnership. “We’ve seen a ton of success with our millennial audience delivering the content they want, on the platforms they want, and in the formats they want,” Tom said. 

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Tom added that with Samsung’s 360-degree technology, NowThis can take its storytelling capabilities a step further. He then noted that the videos they will be making as part of the team-up will “give our audience a deeper look into places and experiences they might not otherwise see.”

“Our 360-degree and virtual reality technologies enable more interactive storytelling to help consumers gain a deeper understanding of the world,” Samsung Electronics CMO and Executive Vice President Younghee Lee said. “These partnerships are a testament to our dedication to reimagining the way moments are captured and shared, and making these immersive experiences accessible to more consumers.”

On the whole, the new partnerships Samsung formed have the ultimate goal of promoting the Gear 360. The camera, which is capable of shooting 4K videos, will be used in making the 360-degree content that Samsung will publish on Facebook, Samsung VR and YouTube. Samsung hopes that through this, more consumers will be inspired to come up with their own 360-degree moments using, of course, the company’s new device.